✱ Kindling
- Who creates
- Your verified customers
- Where it lives
- LinkedIn, X, YouTube
- Primary goal
- Pipeline + awareness
- Content type
- Authentic practitioner stories
- Budget sits in
- Customer marketing + demand gen
- Setup time
- 15 minutes
[ Advocacy-Led Growth for B2B SaaS ]
Turn your customers into your best salespeople.
Companies like Clay and tl;dv didn't outspend their competitors — real customers became their most trusted voices. Kindling is the infrastructure to recruit, manage, and pay customer advocates who create authentic content on LinkedIn, X, and YouTube.
app.kindlinghq.com● Live
[ 01 — The problem ]
Your best marketing asset isn't content — it's people.
COST
Paid channels are getting more expensive
LinkedIn CPMs keep climbing. CAC is up across the board. You're paying more to reach people who trust you less.
CREDIBILITY
Influencer content feels inauthentic
Buyers know when enthusiasm is purchased. Professional creators deliver reach, but not the credibility that closes deals.
OPERATIONS
Advocacy today is manual chaos
Your happiest customers would create content for you — but you're managing it through DM threads, spreadsheets, and Venmo payments.
[ 02 — How it works ]
From happy customer to growth channel, in three steps
Recruit your advocates
Invite your best customers with a branded signup page. Set transparent rates, define content guidelines, and onboard creators in minutes.
→ Invite codes + open signup
They create authentic content
Your advocates post on LinkedIn, X, and YouTube — in their own voice, about their real experience. Every piece tracked in one dashboard.
→ Real practitioners, real workflows
Pay them automatically
Kindling handles payouts on the 1st and 15th of each month via Stripe. No invoices, no awkward negotiations, no Venmo.
→ Automated bi-weekly payouts
[ 03 — The platform ]
See what you're working with
Programs
Set rates. Share a link. Start scaling.
Create advocacy programs with published CPM rates, spending caps, and content rules. Share a single link to recruit advocates — no back-and-forth negotiation.
- Post caps, monthly caps, and payout thresholds
- Shareable program link for advocate recruitment
- Platform controls for LinkedIn, X, and YouTube
- Minimum posting intervals to keep content authentic
Advocates
Your creator network, organized
See every advocate across every program. Approve applications, track status, and grow your creator network from one view — no scattered DMs or forgotten follow-ups.
- Application pipeline with approve, pending, and archive
- Invite directly or let advocates apply via program link
- Verified customer status on every profile
Analytics
Every impression tracked. Every dollar measured.
Track impressions against spend, measure CPM efficiency, and report ROI in terms your CFO already understands.
- Monthly impressions and spend trends
- Per-program and aggregate performance
- Earned Media Value calculations
- Compare advocacy CPM to paid channel benchmarks
[ 04 — Not another influencer platform ]
The difference between renting credibility and building it
Influencer platforms
Rent credibility from professional creators
You're paying for reach from people who have never used your product. Buyers sense it. The content performs, but it doesn't build trust.
✱ Kindling
Scale credibility you already own
Your verified customers create content about their actual experience — on the platforms where your buyers form opinions. That's credibility you can't rent.
Traditional advocacy tools
Collect proof inside your ecosystem
Reviews, references, portals, points programs. Valuable for sales enablement, but invisible to the buyers doing research in the dark funnel.
✱ Kindling
Create visibility on the outside
Your advocates post publicly — where your next buyers are scrolling, researching, and forming opinions. Advocacy that feeds pipeline, not just CRM.
[ Side by side ]
| ✱ Kindling | Influencer platforms | Advocacy / reference tools | |
|---|---|---|---|
| Who creates | Your verified customers | Professional creators | Happy customers (reactive) |
| Where it lives | LinkedIn, X, YouTube | Creator's sponsored channels | Portals, G2, email |
| Primary goal | Pipeline + awareness | Reach + awareness | Sales enablement |
| Content type | Authentic practitioner stories | Sponsored posts | Reviews, testimonials |
| Budget sits in | Customer marketing + demand gen | Paid media / influencer | CS / customer marketing |
| Setup time | 15 minutes | Days–weeks | Weeks–months |
Influencer platforms
- Who creates
- Professional creators
- Where it lives
- Creator's sponsored channels
- Primary goal
- Reach + awareness
- Content type
- Sponsored posts
- Budget sits in
- Paid media / influencer
- Setup time
- Days–weeks
Advocacy / reference tools
- Who creates
- Happy customers (reactive)
- Where it lives
- Portals, G2, email
- Primary goal
- Sales enablement
- Content type
- Reviews, testimonials
- Budget sits in
- CS / customer marketing
- Setup time
- Weeks–months
15 min
To launch your first program
$299
Per month to start
0
Contracts or commitments
“The most valuable marketing asset a company has isn't content — it's the network of customers who would vouch for them if asked.”— The thesis behind Advocacy-Led Growth
Ready to turn customers into your growth channel?
Launch your first advocacy program in 15 minutes. Set rates, invite advocates, and start tracking content — all from one dashboard. Or start with the free 5-day ALG Playbook: one email per day, no pitch, unsubscribe anytime.